Wexford County

Wexford County, Michigan — Key demographics

Population

• 33,673 (2020 Census). Population has remained relatively stable in recent annual estimates.

Age

• Median age: ~42 years
• Under 18: ~24%
• 65 and over: ~20%

Gender

• Male: ~50%
• Female: ~50%

Race and ethnicity (percent of total population)

• White (alone): ~94%
• Black or African American (alone): ~1%
• American Indian and Alaska Native (alone): ~1–2%
• Asian (alone): ~0.5%
• Two or more races: ~3–4%
• Hispanic or Latino (of any race): ~3–4%

Households

• ~13,900 households
• Average household size: ~2.4–2.5
• Family households: ~63–65% (married-couple families ~48–50%)
• One-person households: ~27–29%
• Households with children under 18: ~27–29%
• Homeownership rate: ~78–80%

Notes: Figures are primarily from the U.S. Census Bureau (2020 Decennial Census and 2019–2023 American Community Survey 5-year estimates). Values rounded for clarity.

Wexford County, MI (2024) snapshot

• Population: about 33,600; population density about 58 people per sq mi.
• Estimated email users: about 28,700 residents (about 85% of the population). Adults: about 24,100; minors: about 4,600.

Age distribution of email users (users/total in group)

• Under 18: ~4,600 of ~7,700 (about 60%)
• 18–29: ~3,800 of ~4,000 (about 95%)
• 30–49: ~8,600 of ~8,700 (about 98%)
• 50–64: ~6,000 of ~6,400 (about 94%)
• 65+: ~5,700 of ~6,700 (about 85%)

Gender split among email users

• Approximately 50% female (14,300) and 50% male (14,400).

Digital access and connectivity

• Households: about 13,500. Broadband subscription rate about 82% (~11,100 connected households), leaving roughly 2,400 without home broadband.
• About 9–10% of households are smartphone‑only internet users (~1,300), enabling email access even without fixed service.
• Adoption is strongest in and around Cadillac and along US‑131; rural townships show lower take‑up, with fixed‑wireless and satellite filling gaps.
• Trend: email use is near‑universal among working‑age adults and continues to rise among seniors as smartphone adoption and network coverage improve.

Mobile phone usage in Wexford County, Michigan — summary and key differences vs state

Scope and sources

• Primary statistics are from the U.S. Census Bureau, 2018–2022 American Community Survey (ACS) 5-year estimates (notably S2801 “Types of Computers and Internet Subscriptions,” DP05 “Demographic Profile,” and S1901 “Income”). Infrastructure statements reference the FCC National Broadband Map (2024) and statewide operator deployments as of 2024.

Population baseline

• Population: ~33,700
• Households: ~13,700
• Settlement pattern: Predominantly rural with a single micropolitan hub (Cadillac)

Definitive adoption metrics (household-level)

• Households with a smartphone:
  • Wexford County: ~85%
  • Michigan: ~90%
  • Gap: −5 percentage points (pp)
• Households with any broadband Internet subscription (fixed and/or cellular):
  • Wexford County: ~78%
  • Michigan: ~86%
  • Gap: −8 pp
• Households with a cellular data plan (for a smartphone/tablet/other mobile device):
  • Wexford County: ~69%
  • Michigan: ~75%
  • Gap: −6 pp

User estimates (individual-level, derived)

• Adults (18+) comprise 77% of the population (26,000 adults).
• Estimated adult smartphone users: ~21,000–22,000 (assumes adult smartphone ownership modestly below the household smartphone rate and accounting for older age structure).
• Estimated adult mobile phone users (smartphone or basic phone): ~23,000–24,000.
• Household-level count of smartphone households: ~11,600–11,800 (85% of ~13,700 households).

Demographic context shaping mobile usage

• Age: Older than the state overall
  • 65+ share: Wexford ~20% vs Michigan ~18%.
  • Effect: Slightly lower smartphone adoption and slower device replacement cycles relative to the state.
• Income: Lower than the state
  • Median household income: Wexford ~$57k vs Michigan ~$68k.
  • Effect: Higher price sensitivity; greater use of prepaid and value MVNO plans; slower uptake of premium 5G devices and plans.
• Education: Lower bachelor’s+ attainment
  • Wexford ~19% vs Michigan ~31%.
  • Effect: Correlates with lower digital adoption and lower rates of multi-line premium plans.

Digital infrastructure highlights

• Coverage pattern:
  • 5G service from national operators is present in population centers (notably Cadillac) and along primary corridors (US‑131, M‑55, M‑115).
  • LTE remains the dominant layer in outlying townships and low-density areas, with performance that can vary in forested terrain and near lakes.
• Home internet alternatives affecting mobile use:
  • Cable broadband is concentrated in and around Cadillac; DSL/fixed wireless and satellite fill rural gaps.
  • 5G fixed wireless (Verizon, T‑Mobile) is marketed in and around Cadillac and some nearby areas, which increases household reliance on mobile networks for home data.
• Practical effect:
  • Higher share of households use cellular data plans relative to wireline-only areas but overall broadband subscription remains below state levels, reinforcing mobile-first behaviors for some households.

How Wexford differs from the Michigan average

• Adoption level: Consistently lower smartphone, cellular data plan, and broadband subscription rates (by 5–8 pp), reflecting older age structure, lower income, and rurality.
• Access mode: Greater reliance on mobile networks where wireline options are limited; more prepaid/value plan usage and mixed LTE/5G experiences outside Cadillac.
• Upgrade cadence: Slower device and plan upgrade cycles than the state average, tied to income and age composition.
• Performance variability: More pronounced urban–rural performance gap than the statewide picture, with strong service in the Cadillac/US‑131 corridor and weaker signal/performance pockets in sparsely populated areas.

Implications for stakeholders

• Carriers: Best near-term returns from densifying 5G in Cadillac and along US‑131, plus targeted rural infill to stabilize LTE performance; emphasize value plans and coverage reliability in marketing.
• Public sector and community groups: Digital equity efforts that bundle device affordability, low-cost plans, and skills training will disproportionately improve adoption in 65+ and low-income households.
• Businesses and service providers: Design mobile experiences tolerant of variable bandwidth/latency; consider SMS- and offline-capable features for rural users.

Notes on uncertainty

• Household-level adoption figures are ACS estimates; individual user counts are derived by applying those rates to age structure and are intended as grounded estimates rather than administrative subscriber totals.

Wexford County, MI — social media usage snapshot (2025, modeled)

Overall user stats

• Social-media penetration: ~83% of residents 13+ use at least one platform; ~81% of adults 18+ are users.
• Daily use: ~65–70% of adults use at least one platform daily.
• Estimated users: ≈24,000 residents 13+ (modeled from ACS population and national adoption rates).

Most-used platforms (share of adults 18+ who use the platform)

• YouTube: 82%
• Facebook: 68%
• Instagram: 45%
• Pinterest: 35%
• TikTok: 33%
• Snapchat: 30%
• LinkedIn: 30%
• X (Twitter): 22%
• Reddit: 22%
• WhatsApp: 21% Note on daily reach (share of all adults using a platform daily, indicative): Facebook ~48%, YouTube ~45%, Instagram ~27–30%, TikTok ~20%, Snapchat ~19%, X ~11%.

Usage by age group (share using at least one platform)

• 13–17: ~95% (heavy YouTube/Snapchat/TikTok; Facebook low)
• 18–29: ~97% (YouTube, Instagram, Snapchat, TikTok dominant; Facebook used but not primary)
• 30–49: ~90% (Facebook and YouTube anchor; Instagram/TikTok growing; Pinterest strong among parents)
• 50–64: ~80% (Facebook and YouTube lead; Pinterest moderate; Instagram/TikTok lighter)
• 65+: ~60% (Facebook and YouTube core; limited Instagram/TikTok)

Gender breakdown

• County demographic baseline is roughly balanced (50% female, ~50% male); social users mirror this (51% female, ~49% male).
• Platform skews among local users (directional):
  • More female: Pinterest (strong), Facebook (slight), Instagram (slight), Snapchat (slight), TikTok (slight)
  • More male: YouTube (slight), Reddit (strong), X (moderate)
  • Balanced: LinkedIn

Behavioral trends observed in similar rural/outer-metro Michigan markets and applicable to Wexford

• Facebook is the community backbone: local groups (schools, youth sports, events, buy/sell, outdoors) and Marketplace drive the most consistent engagement; event posts and photo carousels outperform plain text.
• Video-first consumption: YouTube is go-to for how‑to and gear reviews (home, auto, outdoors); short-form video (Reels/TikTok/Shorts) sees above-average completion when localized or seasonal.
• Messaging behavior: Facebook Messenger and Snapchat are primary for 1:1 communication; customer inquiries often shift to DMs rather than comments.
• Younger users (13–24): Snapchat/TikTok for daily socializing and trends; Instagram for highlights; Facebook mainly for groups and family.
• Shopping and discovery: Facebook and Instagram drive local discovery; Pinterest influences home/outdoor projects; click-to-call and “Get Directions” actions outperform online carts for local services.
• Timing: Engagement peaks before work (6–8 a.m.), evening (8–10 p.m.), and weekends; seasonality aligns with tourism and outdoor activity (summer lakes, fall color, winter snowmobile/ice fishing).
• Trust signals: Local reviews, user-generated content, and recognizable landmarks boost response; posts with faces and local context outperform stock imagery.

Method notes

• Figures are 2025 modeled estimates for Wexford County using 2023 ACS demographics and nationally representative platform adoption from Pew Research Center (2024) and major platform ad-reach benchmarks; they reflect local age structure and rural market patterns. Actual platform counts fluctuate with platform reporting and account policies.